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Critical Success Factors of Online Marketing Campaign

E-BookEPUB0 - No protectionE-Book
81 Seiten
Englisch
GRIN Verlagerschienen am26.04.20131. Auflage
Master's Thesis from the year 2011 in the subject Business economics - Offline Marketing and Online Marketing, grade: A, The University of Liverpool, language: English, abstract: Marketing has always been one of the most crucial and critical functions in organizations for last several decades. Since several years, organizations have been depending on various marketing methods to promote products, services and brands. As time passes, the types of marketing strategies that are considered for have changed. Techniques that were used in 1950s shall not be helpful for organizations that operate in today's environment. In the same way, techniques that are currently used in today's environment shall not be useful after 50 to 60 years (Kotler and Keller, 2012). Unless marketing activities are planned based on present market conditions, it is not possible for organizations to reach wide-range of customers that spread across the world. As there are no boundaries in the target markets of most of the organizations, organizations have to use the combination of both traditional and online marketing methods. While traditional marketing methods such as print, radio or television marketing primarily restricted to tap domestic customers, it is online marketing strategy that helps organizations to reach customers, who spread across the world, with minimum marketing budget. Online marketing is the process of sending marketing communications and advertising messages to customers through various methods that used over internet. Internet marketing forms a wide-range of techniques such as search engine marketing, social media marketing, email marketing, affiliate marketing, blog marketing, and buzz marketing etc. As per the recent report revealed by Internet Advertising Bureau in 2009, the revenues of online ad sellers have increased to $21 Billion. The global online advertising spending in 2001 was around $82 Billion and it is expected to grow 12-14% every year to reach $132 Billion by 2015 (Miller and Washington, 2012).Organizations use numerous of techniques that fall under online marketing techniques to market products and to reach potential customers. Moreover, in today's environment, organizations are focusing on techniques that help in reducing the cost in every aspect.mehr
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Produkt

KlappentextMaster's Thesis from the year 2011 in the subject Business economics - Offline Marketing and Online Marketing, grade: A, The University of Liverpool, language: English, abstract: Marketing has always been one of the most crucial and critical functions in organizations for last several decades. Since several years, organizations have been depending on various marketing methods to promote products, services and brands. As time passes, the types of marketing strategies that are considered for have changed. Techniques that were used in 1950s shall not be helpful for organizations that operate in today's environment. In the same way, techniques that are currently used in today's environment shall not be useful after 50 to 60 years (Kotler and Keller, 2012). Unless marketing activities are planned based on present market conditions, it is not possible for organizations to reach wide-range of customers that spread across the world. As there are no boundaries in the target markets of most of the organizations, organizations have to use the combination of both traditional and online marketing methods. While traditional marketing methods such as print, radio or television marketing primarily restricted to tap domestic customers, it is online marketing strategy that helps organizations to reach customers, who spread across the world, with minimum marketing budget. Online marketing is the process of sending marketing communications and advertising messages to customers through various methods that used over internet. Internet marketing forms a wide-range of techniques such as search engine marketing, social media marketing, email marketing, affiliate marketing, blog marketing, and buzz marketing etc. As per the recent report revealed by Internet Advertising Bureau in 2009, the revenues of online ad sellers have increased to $21 Billion. The global online advertising spending in 2001 was around $82 Billion and it is expected to grow 12-14% every year to reach $132 Billion by 2015 (Miller and Washington, 2012).Organizations use numerous of techniques that fall under online marketing techniques to market products and to reach potential customers. Moreover, in today's environment, organizations are focusing on techniques that help in reducing the cost in every aspect.
Details
Weitere ISBN/GTIN9783656420651
ProduktartE-Book
EinbandartE-Book
FormatEPUB
Format Hinweis0 - No protection
Erscheinungsjahr2013
Erscheinungsdatum26.04.2013
Auflage1. Auflage
Seiten81 Seiten
SpracheEnglisch
Artikel-Nr.2677924
Rubriken
Genre9200

Inhalt/Kritik

Leseprobe

Chapter 2 - Literature Review

 

Though the process of selling goods and services had been there since ages, the concept of marketing was said have been discovered in 19th century only. According to Kotler and Keller (2012), basic concepts of marketing were elaborated in early 1990s. Conceptualization of the concept, integration of basic principles of marketing and development of specialization were happened in 1920s and 1930s. In early 1950, with the increase in competition between organizations, marketing gurus have started recognizing that the key factor in successful marketing is to understand the needs of customers perfectly. It was only in late 1950s organizations have started developing marketing campaigns based on customer s requirements. In 1950s, organizations just thought that marketing is synonym for making customers to purchase products (Mohammed, Fisher, Jaworski, and Paddison, 2002). In later stages, organizations have started realizing that marketing is not only about getting customers to stores but also developing relationships. Organizations have realized in 1960s that the key objective of marketing is to develop satisfying relationships with customers so that the relationship will be helpful for both organizations and customers (Harris, 2002).

 

The marketing orientation era was started in 1960s when the markets have become saturated. The competition has become very intense between organizations that provide same services and products (Kotler and Keller, 2012). This was the time when the marketing managers have started involving in strategic decision making teams to help the top managements of organizations on how to market goods, how to price them and how to communicate with customers etc. In early 1960s, modern marketing managers have asked the top managements of organizations to take steps to let all employees of the organization understand the activities of marketing. This was the time when organizations have started promoting brands also. With the advanced technologies, organizations have started using wide-range of marketing techniques to promote products and services. In 1980s and 1990s, organizations had completely depended on print, radio and television to ensure that products and services reach potential customers (Kotler and Keller, 2012). The usage of electronic media has changed the way organizations promote their products and services.

 

The traditional marketing media is known for influencing customers and taking products to all corners of the domestic region. Though, the cost of the traditional marketing media is very high, organizations never take a back seat to promote products on newspapers and televisions because the impact these promotional mediums generate is very huge and noticeable (Croll and Sean, 2009). The impact created by both newspapers and television on mindset of customers is very high when compared to any other marketing methods. This is the reason why, though advanced marketing methods such as online marketing methods and innovative customized promotional strategies prevalent in the market, organizations will definitely make use of traditional marketing methods to promote products in domestic markets.

 

The major problem with print, radio and television is that they will not be able to penetrate into international markets. Moreover, for small companies, which are just entered into the market, it is very difficult to make use of traditional marketing methods majorly because of budget limitations. When organizations have to operate with these kinds of limitations, they don t have any other choice but to come up with innovative marketing methods that help them to reach global audience at an affordable rate. With the globalized environment, organizations need to serve customers who spread across the world. To serve customers, who spread across the world, it is important to have marketing techniques that help organizations to reach worldwide (Patterson, 2008). This is where the concept of online marketing has conceptualized based on the existing technology called internet. Thus, online marketing is also called as internet marketing and online advertising.

 
2.1. Introduction to Online Marketing

 

Online marketing has become primary marketing strategy for most of the small and medium scale organizations. Now, almost all organizations have been using online marketing some way or other. In late 1990s and early 2000s, organizations have recognized the opportunity of marketing products through online promotional methods (Lenskold, 2003). If the current market trends are compared with the online marketing industry, which was in nascent stage in mid 1990s, a $300 Million market is really insignificant. In 2007-08, the same online industry has reached $200 Billion as per the records of Forrester Research; in which apparel industry contributed around $26 Billion, computer industry has contributed around $23 Billion and Automotive Industry has contributed around $17 Billion (Croll and Sean, 2009). Today, it is very hard to find an organization, which does not have footsteps in online promotional activities. Thanks to prevalent internet and advanced technologies that contribute successful promotion of products and services over online.

 

Of course, in 1990s, most of the organizations have started creating websites but they never knew best methods to bring traffic to websites (Lenskold, 2003). They just used to depend on referrals and email signatures to let customers know about the website. But, now, the situation is completely different and organizations have wide-range of choices to let customers know about website, services and products over online. The starting point of the online promotions is said to be arrival of an online marketing technique called search engine optimization (SEO), which is still one of the popular online marketing methods in the world. With Google, one of the dominant search engines, leads the search engine market, the popularity of search engine optimization has multiplied in mid 2000s. Though the roots of search engine optimization found in late 1990s, the effective usage of SEO technique has started only in early 2000s (Lenskold, 2003).

 

In the meantime, blogs were born. Blogs have become one of the most important communication channels that influence search engine results. Organizations too have started using blogs and blog networks to effectively market their products and services through website. Blogging is said to be the most revolutionized method that has increased the revenues of online marketing into many folds. Browsers have become intelligent with advanced algorithms used by search engine organizations (David, 2005). With the arrival of web 2.0, the online environment has become more competitive in nature. Methods such as social bookmarking, blog creation and social networking have also made organizations to effectively use internet for promotional purposes (Patterson, 2008). Social networking websites such as Facebook and Twitter have made the online marketing space more revolutionized (Weber, 2007). Arrival of social networking sites such as Facebook, Twitter and MySpace for information sharing and YouTube and Vimeo for video sharing was another big milestone on the way for organizations to start focusing on promoting services on internet (Patterson, 2008).

 
2.2. Most Used Online Marketing Techniques in Today s Environment

 

Organizations use wide-range of online marketing techniques to promote services, products or brands for that matter. The most commonly used online marketing technique is Search Engine Optimization (SEO). While implementing SEO technique, marketing managers will try to optimize the website for popular keywords to increase the traffic to a website or a blog. SEO technique is known for bringing the website into first page of various search engines for desired keywords (Thurow, 2008). When a customer searches particular services on search engine, the website, which is optimized for popular keywords, will be visible in the first page of the search engine. This is considered as one of the most innovative ways to attract potential customers, who don t know about the website or services.

 

Search engine optimization will make use of techniques such as bookmarking, forum posting, blog commenting and article posting to bring traffic to the website. Quality content is said to be the key factor, which plays a major role in attracting customers because it is not possible to engage customers without compelling and unique content. In the process of SEO, marketers will create wide-range of articles and distribute them to numerous of article posting websites and blogs. The SEO industry has been growing leaps and bounds; approximately, 9.1 million internet users have been showing interest to use SEO services or to learn SEO techniques; nearly 2.4 million American people search for SEO every month (Buono-Daly, 2012). Most of the Asian nations such as India, Pakistan and Philippines have been providing wide-range of SEO services to organizations that spread across the world. In accordance with changing algorithms, organizations have also been changing the way they implement SEO strategies (Thurow, 2008; David, 2005). Most of the SEO service providers have significantly reduced activities such as social bookmarking, forum posting and blog commenting to make use of changing algorithms.

 

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